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Expert: Individuals are driving political messages through social media

Social media is playing a big role in the presidential election, as Facebook and Twitter users voice their thoughts on the candidates, whether they be good or bad.

Tracey McCormack, social media expert and founder of McCormack Media, said in 2008 and 2012, campaigns and marketers would push out their messages on social media. But she said things have changed this election.

“Individual users who have no part of the campaign at all, are mobilizing their own social network to push out messages and to mobilize and activate their own social network, mostly against a candidate,” McCormack said.

She added that the polarization of this election has engaged social media users more than any previous election. And much of that has been sparked by Republican presidential front-runner Donald Trump.

“Donald Trump’s effect on the media has caused a change in the content,” McCormack said. “People are much more passionate.”

McCormack explained when it comes to election-related content, newer platforms like Instagram and Snapchat have not caught up to Facebook and Twitter. She said the people who care about politics are using Facebook.

“They are spending their free time because they care about the country and where it’s going,” McCormack said.

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